Every customer is unique in the way that they engage with an organization, so having a framework in place to optimize each touchpoint is essential to enhancing customer loyalty and delivering business outcomes. Yet, most of the organizations still find it challenging to incorporate customer journey maps into their overall customer experience (CX) efforts. The key to maximizing value from customer journey maps is to make them actionable, updated, and to communicate to internal stakeholders how they’re helping them meet their goals.
Customer Journey
Creating meaningful real-time customer interactions
Marketers struggle to derive value from customer journey maps
Align customer journey maps with overall CX efforts to drive business outcomes
Almost one-third of organizations still find it challenging to incorporate their customer journey maps into their overall CX efforts. While marketing leaders have long understood the value of customer journey maps on customer satisfaction and loyalty, many still find it hard to incorporate them in their CX initiatives. To create value-driven customer journey maps that are aligned with the enterprisewide CX initiatives, marketing leaders must master foundational elements such as securing buy-in from key stakeholders, assessing the need and availability of data sources and an in-depth understanding of buyer personas.
Strategic customer journey insights you can use
Gartner insights and advice help marketing leaders create accurate and actionable customer journey maps to deliver an exceptional customer experience and drive business growth.
Create Customer Journey Maps That People Will Use
Customer journey maps only bring value when they’re used to inform business priorities. To ensure that your customer journey maps are actionable and insightful, follow a three-step customer journey mapping process to prepare, develop and use them.
Prioritize customer touchpoint and execute successful customer journey maps
Customer journey mapping is critical to being successful as an organization and to understanding your customers better. The key to effective customer journey mapping is to document the journey from the perspective of one customer to identify all the potential touchpoints.
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How do we help build a roadmap to deliver a personalized and digitalized customer experience
AARP realized that to meet the needs of an increasingly tech-savvy audience, it needed to shift from a 25-year direct mail strategy to a more personalized and digitalized customer experience. Using Gartner research and expert advisors, AARP was able to realize substantial CX improvement, while achieving $100,000 in cost savings.
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Laurel Erickson
Senior Director Analyst
Andrew Frank
Distinguished VP Analyst
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